"Since there's always been this argument of South Mumbai versus the suburbs, we thought it would be fun to turn it into T-shirts," Advani explains. "Egg created a very small collection, just four designs and 50 T-shirts in each."

The slogans include 'South Mumbai Snob', 'Everything is cooler in Colaba' and 'Is there life beyond Worli'. And the reactions, unsurprisingly, have been extreme.

"I have a bunch of friends in Bandra who hate me right now," Advani laughs. "And there have been people who ranted on our Facebook wall. But what's interesting is that I've received many international orders from people who used to live in Mumbai and understand the sentiment."